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“Clean Practice Branding is Here! Move over Best-Practice”
Contributed By:Aneek Saha & Srinivasa Sharan CFA
IAIP had the pleasure of hosting Harish Bijoor for a thoughtful discussion on the concept of Clean Practice Branding at Bengaluru on Jan 28.
Harish is a Brand-guru and CEO of Harish Bijoor Consults Inc. (a private label consulting firm that specializes in Branding and Business strategy).
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He began his interactive session by noting that we may need to move beyond best practices in branding, given today’s complex business structures. The audience then explored the definition of a brand – some answers were that it meant a promise, recognition, premium, perception and differentiation.
According to Harish, a brand is a ‘thought’ and is ‘maya’ (an illusion), which means that a brand represents different thoughts for different people. He gave examples relating to Salman Khan, Baba Ramdev, Harley Davidson, Kingfisher beer, all of which are brands for different reasons.
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